Chevrolet marketing chief ousted

[All-Or-Nothing]

Well the musical chairs at GM just continue to go on.

GM shakeup continues: Chevy marketing chief ousted

Detroit -- The management shakeup continues at General Motors Co., where Chevrolet marketing chief Jim Campbell -- who co-authored a controversial memo that recently angered Chevy fans -- has been reassigned and will be replaced by an executive from Hyundai Motor America.

Chris Perry, who was named vice president of marketing at Hyundai just three months ago, will replace Campbell as vice president of marketing. Perry has worked at Hyundai since 2000; his previous employers included Isuzu. Perry is a colleague of Joel Ewanick, GM's vice president of U.S. marketing, who left Hyundai earlier this year.

Campbell co-authored the infamous company memo this summer that urged GM employees to refer to the brand as Chevrolet, not "Chevy."


After vehement reaction, Chevrolet backed away from the letter, calling it a "poorly worded memo," and said the brand did not want to take for granted the public's passion for Chevy vehicles.

It is possible the "Chevy" memo played a role in Campbell's ouster, but more likely the move represents Ewanick bringing to GM former colleagues with whom he is comfortable, said analyst Aaron Bragman of IHS Automotive.

"I don't know that Campbell did very much in the time he was there," Bragman said. "That alone is a detriment against him. One thing GM really needs is a strong marketing message to overcome the 'Government Motors' label. Right now, they don't have it."

The Chevrolet memo played no role in Campbell's reassignment to vice president of performance vehicles and motorsports, GM spokesman Pat Morrissey said.

"Oh no, there's no connection at all," Morrissey said. "Joel felt it was a good time to make the move and that Chris is a good addition to the Chevrolet team. He comes with a great track record."

Campbell was named general manager of Chevrolet in December, following the surprise retirement of Chevrolet Vice President Brent Dewar. Four months later, in March, Campbell was assigned to handle marketing for the brand in a broad management shakeup at GM.

This is the latest management shakeup since GM emerged from bankruptcy court 13 months ago, and the most recent change made by Ewanick, who has shuffled and discarded ad agencies in recent months and is boosting ad spending by around 3 to 5 percent this year.

Ewanick also recently said GM would advertise in next year's Super Bowl.

"Chris brings 25 years of marketing experience -- more than 20 years in the automotive industry -- to the Chevrolet marketing position," Ewanick said. "I have worked with Chris in the past and know he will use his unique ability to integrate strategic and creative marketing activities across all communications disciplines to reconnect consumers to the Chevrolet brand."

Campbell's ouster comes at a crucial time for Chevrolet, GM's largest brand. Two key launches are scheduled for later this year: the Chevrolet Cruze compact and Chevrolet Volt extended-range electric car.

"It makes no sense to wait (to replace Campbell)," Bragman said. "GM can't afford to wait any longer. They have to get results. There's no time like the present."

Chevrolet sales are up almost 28 percent this year, but that is the smallest percentage gain among GM's four core brands. Chevrolet accounts for the majority of GM sales.



From The Detroit News: http://www.detnews.com/article/20100...#ixzz0x64PNwrr

[Number 3]

Let's see, Jim Campbell ends up as the Vice President of High Performance Vehicles and GM Motorsports..................ousted???????? I'm sure he's ok.

But the guy from Hyundai via Nissan hiring the guy from Hyundai??????

[Scott@Bjorn3D]

I drive a bad ass CHEVY Camaro 2SS.